Disclaimer: This design is an unofficial redesign project for Proudfoot. Honestly, this is one of the test assignments that helped me reach the interview stage.

About the business

Proudfoot, founded in 1946, is a global strategy consultancy specializing in delivering lasting operational performance improvements. Their mission is to help clients accelerate the world’s transition to sustainable operations.

The Original Landing Page of Proudfoot

Proudfoot's original landing page, particularly the Mining & Metals section, prominently features text-heavy elements presented directly. The excessive amount of text makes it challenging to read comfortably and engage with the content effectively.

Additionally, most sections lack proper structure, such as the absence of clear headlines, and key elements that should stand out fail to differentiate themselves visually.

Main Objective

This project aims to enhance the landing page's performance by improving its structure and content strategy. Adding new elements or text is acceptable if it contributes to achieving this goal.

Additionally, the project is intended to increase the conversion rate, specifically by optimizing lead generation. The redesigned landing page is expected to emphasize a simple and clean design for better user experience and effectiveness.

The Solution

The primary solution for redesigning this landing page is to create a structured layout that allows visitors to quickly and easily access information. This includes adding headlines to each section and emphasizing important parts of the copy through design highlights.

Incorporating icons and images into sections is expected to enhance the visual appeal and help draw attention to key content. To maintain a clean and simple design, it is crucial to apply appropriate margins and padding.

Additionally, the landing page redesign includes modifications and enhancements to the supporting copy. These improvements involve adding sub-headlines, rephrasing interrogative sentences into declarative ones, and refining the wording of several CTAs to increase their effectiveness.

Design Process

Hero Section

This section includes improvements such as refining the CTA header, adding a CTA button to the hero banner, and adjusting the margins and padding for better visual balance and usability.

How We Work Section

An important change in this section is the addition of a section name or headline. Additionally, highlights are provided for three key points, all of which are presented in sentence form.

Benefit Section

In addition to adding section names or headlines to areas that previously contained only text, another important change is converting interrogative sentences into declarative ones. This change aims to help readers immediately understand what they will gain, rather than requiring them to think through questions posed in an interrogative form.

Achievements Section

This section presents success data. The improvement made includes adding a design image to enhance the section's aesthetics. By incorporating an image, the section not only becomes visually appealing but also helps to break up the text, making the content more engaging and easier to digest for readers. Images can also emphasize key data points and improve the overall user experience by providing a more balanced and dynamic layout.

CTA Section

The improvements made include adding persuasive sub-headlines and designing images to make this section stand out and look more distinct. Additionally, the wording of the CTAs has been changed to make them more inviting and easier for visitors to read.

A well-designed CTA with the right copy plays a crucial role in guiding visitors toward taking the desired action. It not only enhances user experience but also supports business objectives by driving conversions and supporting lead generation efforts.

- The Mockup -

Full Version

Thank You.

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